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Powered by a broad range of expertise in all Marketing and Technology disciplines that matter, 4thWEB Media is primarily focused on driving revenue, growth and engagement for our Clients. Our typical Client results: Web, Mobile, Social and e-Commerce strategies and platforms that are interesting, crowd-worthy, highly functional, highly-purposeful and highly-ranked in the SERPS; CTRs and Engagement rates that are at the top-end of the spectrum; and, Content that drives optimized social relationships at viral scale. Also, we’re passionate about: supporting our Clients strategic and tactical decisions utilizing Big Data as 50% metric; measuring progress against goals; and, fine-tuning Client analytics for high-visibility of all important actions.

State of the Digital Ecosystem.

Our forward-thinking strategies are only as good as our understanding of how the digital ecosystem is likely to evolve. Let’s take a look at where we’re at today.

❯ The ecosystem has experienced rapid, massive growth.

❯ The ecosystem has become a vast pool of content and advertising.

❯ The ecosystem’s direction is influenced by the Technology, Media and Entertainment industry nexus (currently led by Amazon, Apple, Google and Microsoft).

In the abstract, rapid, massive growth is not necessarily a bad thing. Relative to the digital ecosystem, it’s created many challenges but also many opportunities. Some of that is structural and includes privacy rights, intellectual property rights and market regulation. And some is opportunity-based and includes educational, social and economic value. However, when you combine all three trends and turn up the volume and time-travel dials, it starts to get interesting.

Here’s a likely scenario going forward; most of which has already started. While supply-side stakeholders (pitchers) are growing in numbers and increasingly compete with each other for diminishing market share slivers of the demand-side stakeholders (catchers) pie, catchers are increasingly growing in value due to their influential reach among their online friends and peer groups and are therefore becoming more desirable pitcher targets. Also, there is often times a lot of buzz and forced media attention (blasts and continuous coverage) attached to both new pitchers and ecosystem marketing and technology shifts (almost daily). All of this makes it increasingly difficult for catchers to decipher which pitchers are a good-fit. So what do we do assuming all of the above is likely to increase going forward? We need to produce higher-quality, higher-relevancy (and less quantity of) content, and more-precisely target catchers that are most likely to be interested in it. Sounds easy right? Well, many of us are already doing some of that but we need to do a lot more now, and much more going forward.

4thWeb Innovations.

4thWEB’s X Hyper-Targeted Media MarTech Platform which is available to 4thWEB clients, helps discover and close optimized social relationships at viral scale. It’s based on our own search, content and contextual algorithms and works with Video and most other forms of published online content.

4thWEB’s X Hyper-Targeted Media MarTech Platform

Most Hyper Targeted approaches place self-serve technology directly in the hands of users with online help to guide the way. We think this mostly technology-driven model has limited value.

4thWEB’s X Hyper-Targeted Media MarTech Platform is a superset of Hyper Targeted Marketing, uses a real-time, human expertise-driven model, and is completely managed in-house. Our X Hyper-Targeted Media MarTech Platform is deeply embedded in our overall conversion-centered vision that’s focused on helping our clients generate customer insight and build authentic, engaged relationships with optimal audiences at scale. It goes beyond many of today’s most advanced targeting methods to reach highly-targeted users that are not even on the radar of most other systems or approaches.

The X Hyper-Targeted Media MarTech Platform utilizes: our deep expertise in Hyper Targeted Marketing; a well-tuned set of MarTech rules and workflows; custom-designed open-source software; and deep data mining of the global social graph and other online and offline databases.

The X Hyper-Targeted Media MarTech Platform enables us to analyze and identify users that match our clients’ interests (optimum catchers) and vice-versa with great precision. Matches are identified using nearly limitless criteria; and, then compiled into multiple (what we call) Affinity Groups that each use a unique set of criteria. Once compiled, the platform uses predictive analytics to compare and help predict which groups are most likely to yield best-case, real-world results. We then live test multiple best-case groups against a set of proposed campaign messages and ads (via key social networks, other social and non-social sites, and ad networks) that we design to yield maximum best-case results. All campaigns also utilize our SmartVoice Platvorm to help project our clients’ unique voice. Finally, we pick the best of the best performers and launch managed campaigns that focus on messaging, ads and blogging exposure (social, non-social and viral).

Both of these programs have continuously evolved since their 2009 incubation; and, have generated many millions of viewers and views (videos, pages, stories) for brands.

Scenario examples:

❯ Video viral seeding campaign in the U.S., Canada, and 3 European countries. Compare hundreds of lifestyle and demo targeting choices, by country, to scale to 4MM+ views in a 7-week campaign.

❯ Political campaign in the State of California. Compare thousands of lifestyle, demo, and party affiliation targeting choices, by county, to influence last-minute deciding votes in a 3-week campaign.

Best Practices.

We retain key strategic talent with deep knowledge and expertise in most areas of the digital ecosystem. We’re very proud of our Best Practices standards and consistently show superior work results as evidenced by our references and recommendations (available upon request).